Oct 31 My little film

US cinema chain Regal Entertainment has partnered with mobile ticketing app outfit Atom Tickets to test demand-based pricing for film tickets in a number of markets. The initiative could lead to Regal charging audiences higher prices for popular films and less for flops.

Atom, which is backed by Disney, Fox and Lionsgate, has been trying to persuade operators to try out variable pricing, and Regal is now planning to conduct a trial in early 2018. The company, the second-largest chain in the US, says the test could be the first step towards a pricing model that drives incremental revenue in peak periods and incremental attendance in non-peak periods.

“Changes to the historical pricing structure have often been discussed but rarely tested in our industry and we’re excited to learn even more about how pricing changes impact customer behaviour,” says Regal CEO Amy Miles.

Earlier this month, Atom joined forces with T-Mobile to bring the mobile operator’s customers an exclusive ticket offer to see My Little Pony: The Movie for $2 via the T-Mobile Tuesdays app. Using the social invite feature on the app, customerrs can also invite their friends and families to go to the movie without having to pay for them, enabling groups to easily reserve seats together.